Every year, big brands roll out campaigns and commercials around the holidays to raise awareness and gain new customers. However, some are always better than others. Therefore, now that the holidays have come and gone, we can accurately access this year’s full pool of contenders. So, without further ado, here are the best holiday digital advertising campaigns and commercials of 2018.

The Top Holiday Digital Advertising Campaigns of the Year

Apple’s Share your Gifts

For their annual holiday digital advertising campaign, Apple created an animated video that will tug at your heart strings. The gorgeous, three-minute spot tells the story of Sofia, a girl who hides her talents from the world until they’re unleashed by her dog.

Although this is an Apple advertisement, there really isn’t a hard sell on any of their products aside from the appearance of a Macbook Pro. Instead, they’ve opted to highlight one of their core brand values, creativity, with the tagline Share your Gifts.

During a time of the year when there’s such an emphasis on gifts, Apple keeps us grounded by reminding viewers that there’s more to give than just material goods. Not to mention, the heartwarming ad made YouTube’s top 10 trending list in just a day.

Amazon’s Singing Boxes

It shouldn’t come as a surprise that Amazon, the brand behind most people’s gifts, also decided to get in on digital advertising around the holidays. Launched in early November, their 90-second spot piggybacked off of last year’s idea of singing boxes.

This year, the boxes join together in singing The Jacksons’ 1981 hit “Can You Feel It?” The ad injects some much-needed upbeat positivity into a time of year that’s dreary for some. Besides, you can’t help but sing along to this fun, good-natured advertisement.

Microsoft’s Reindeer Games

To promote their new adaptive controller, Microsoft enlisted the help of Owen Simmons, a 9-year-old gamer with Escobar Syndrome. As Owen builds up to a major gaming achievement, word spreads around the block as kids come from far and wide to celebrate with him.

As everyone dances and cheers, the commercial reminds us of the campaign’s overarching tagline: “When everybody plays, we all win.”

Not only is the ad inspirational, but it also shows that the Microsoft brand is committed to inclusion and accessibility for everyone. They even conferred with an American Disability Act expert to ensure it was appropriate and authentic.

When it came to this year’s top holiday digital advertising campaigns, these three global brands took the cake.